A new study examining consumer behaviour and reaction to advertising and content on mobile devices has revealed that consumers are more receptive to ads on mobile devices when they are in the comfort of their own homes, which is also where they consume more content.
The research, by YuMe in conjunction with Decipher, discovered that 31 per cent consume media on their smartphones while at home, while 24 per cent do so when ‘out and about’, compared to 24 per cent while travelling and 21 per cent at work.
Owen Hanks, general manager of mobile, Europe, at YuMe, said: “Our advice to advertisers is to throw away your screen-by-screen media planning rule books. Our in-depth survey on the behaviour of the British consumer on mobile devices began with the assumption that the tablet is the ultimate media-consuming device.
“But what the research has shown is that media opportunities on mobile are not simply a matter of screen size; they are multi-modal functions of environment, content, and screen. For advertisers, this means that the most effective advertising is a multi-screen campaign, whilst publishers need to ensure their content is available across all screens.”
It also found that video advertising has shown to be able to deliver on advertising engagement effectively on any device, particularly in the home environment. Pre-roll brand recall is 3.5 times higher than banner recall across all screens.
Nigel Walley, managing director of Decipher, said: “This is one of the UK’s most comprehensive surveys of consumer behaviour on mobile devices that’s been done. By getting out in the field with such a large group of respondents, we were able to really understand how different consumer groups were using mobile and engaging with advertising. We could see the implications of context first hand – with consumers reacting very differently to content when in-home, travelling, at work or just out and about.
“We could also see how similarly they behaved around content types, irrespective of the device type and size. This has led us to challenge our perceptions of mobile advertising, and to debunk the myth that it is size that matters.”